BBC Sport partnered with British YouTube collective the Sidemen to deliver a live watch-along of the Ecuador v Germany FIFA World Cup match on Thursday 25 June.
The watch-along was streamed live across the BBC Football YouTube channel, the Sidemen’s MoreSidemen YouTube channel and BBC iPlayer, offering audiences a range of digital first ways to follow the match – which saw Ecuador win 2-1.
Four members of the Sidemen – Tobi Brown, Simon Minter, Ethan Payne and Josh Bradley – hosted pre-match coverage from 8.45pm before providing live commentary, reactions and analysis throughout the game. Viewers watching on YouTube in the UK were able to follow the match alongside creator-led commentary, with the BBC’s live match coverage available on-screen through picture-in-picture functionality.
Alex Kay-Jelski, director of BBC Sport, said: “Millions of fans now follow football through creators, streams and social platforms alongside traditional broadcasts. This is about bringing those worlds together. The Sidemen have built one of the biggest communities anywhere online and we’re excited to work with them on something that has never been done before at a World Cup. It’s a chance to reach audiences in new ways while still delivering the live action that matters most.”
Jonny Keogh, head of UK Sports at YouTube, said: “It is incredible to see this iconic group do what they do best: bringing people together and fuelling passion at one of the biggest cultural events of the year. By partnering with the Sidemen, the BBC is showcasing true broadcast innovation whilst embracing modern fandom. This alternative stream amplifies the BBC’s outstanding World Cup coverage, drawing in a younger, British audience by allowing them to experience the beautiful game through the lens of the creators they love most. It’s a powerful partnership that ensures the World Cup’s cultural impact resonates deeper than ever before.”
Sidemen CEO Victor Bengtsson added: “Football culture has changed. Millions of fans now experience the game together through creators, communities and live digital conversation alongside the traditional broadcasts. Partnering with the BBC for this World Cup watch-along (combines) the emotion of live football with the energy and scale of online fandom in a way that feels genuinely new.”
